Tourism Australia and Air New Zealand engaged Citizen Relations to design, plan and execute a consumer campaign in support of a seat sale for travel between Vancouver and eight gateway cities in Australia. The tight timeline was 3 weeks from brief to activation.
What we did
To inspire Vancouverites to explore Australia, Citizen developed a comprehensive public relations campaign involving a unique direct-to-consumer activation and targeted media relations outreach. In a matter of days, the team constructed a one-of-a-kind, pop-up virtual reality exhibit titled Virtual Australia, leveraging Tourism Australia’s stunning 360° videos and Samsung Gear VR headsets to provide an immersive experience. An exclusive media preview event garnered significant media coverage, which was amplified by strategic media partnerships to drive attendance during the free public exhibit. In addition to the virtual reality tour of Australia, visitors were treated to authentic Australian fare to simulate the luxury in-flight experience travellers can expect when flying with Air New Zealand.
Open to the public on the evening of Friday, March 18th, and throughout the day on Saturday, March 19th, the exhibit received more than 600 visitors, facilitated upwards of 1,100 virtual reality experiences, approximately 7,300 walk-by impressions, and resulted in 332 traditional and social media hits for a total combined reach of over 10 million. Notable campaign coverage included: Global BC, Canadian Traveller, Marketing Magazine, Media in Canada, Business in Vancouver, Georgia Straight, and 24 Hours Vancouver.